Shrek the Third earned more than $122 million when it premiered 3 years ago. Sequels historically sell less, of course, but the new Shrek movie is available in both 3D and Imax, causing some tickets to be nearly twice as expensive as other movies in the theater.

Until now, putting a movie on 3D screens has provided an instant cash explosion for movie studios. Even films that slapped on 3D effects as an afterthought, like Alice in Wonderland and Clash of the Titans, raked in huge sales because of the premium that moviegoers were willing to pay. That wasn’t quite the case with Shrek.